Netflix Signs Contract with Mattel and Hasbro for K-Pop Demon Hunters Dolls and Games Production

Netflix announced on the 21st (local time) that it has signed a licensing agreement with the two major toy companies, Mattel and Hasbro, for the production of toys based on its all-time highest-grossing animated film 〈K-Pop Demon Hunters〉 (K-Demon Hunters).

Netflix emphasized that this contract is an unprecedented case in the industry as it simultaneously enters into joint licensing with both companies. A representative from Netflix stated, "This will meet the explosive demand from fans and set another new milestone for a global mega-hit."

Through this partnership, it was explained that a full range of products will be released, including K-Demon Hunters character dolls, action figures, accessories, collectibles, games, and playsets. The two toy companies plan to approach the market with differentiated product lines.

Mattel, which gained global fame with Barbie dolls, will introduce a set of three dolls of the main girl group HuntRix as the first product of this licensing agreement. Fans will be able to pre-order this collection on the online platform 'Mattel Creations' starting in November, with actual shipping beginning next year.

Meanwhile, Hasbro's first product to be released will be 'Monopoly Deal: K-Pop Demon Hunters'. This product will be available for pre-order at Amazon, Target, Walmart, and other retailers in the U.S., with shipping starting next year.

Tim Kilpin, President of Hasbro's Toy, Licensing, and Entertainment Division, stated, "Through this collaboration, we will be able to expand the dynamic world of 〈K-Pop Demon Hunters〉 beyond the screen and provide fans with an immersive experience through play." He also added, "We will build a product line that combines storytelling and fandom in our unique way."